Linkedin Live: how to connect with your professional audience with video?
LinkedIn has finally joined one of the most exciting trends in digital marketing in recent years: live video.
Thanks to LinkedIn Live , users of this social network can organize events and share experiences through LinkedIn’s live broadcasts, which is a fantastic opportunity to connect with your audience. We tell you everything you need to know about this video functionality on LinkedIn.
What is LinkedIn Live?
LinkedIn Live is a new LinkedIn tool that allows you to broadcast live video and talk to your contacts and potential customers in real time. Ultimately, it is about using this popular functionality to network and connect with professional audiences .
For now, live broadcasts on LinkedIn are in beta, which means that are not available to all users. If you want to broadcast live with your account or your page, you have to request access to LinkedIn Live. You must bear in mind that not all requests are approved, and that they may take a while to answer.
In the image you can see the first live broadcast that we did using LinkedIn Live on Cyberclick. After requesting access and being granted it, we organized a live event for David Tomás, the CEO and founder of Cyberclick, to answer live questions about digital marketing.
To assess if you may be interested request access , keep in mind the following rules for using LinkedIn Live:
It is not allowed to sell services or broadcast excessively promotional content.
Broadcasts must have a certain duration. If your content is less than 10-15 minutes, it may be a better idea to upload a delayed video.
You cannot put logos in full screen, although Yes, it is acceptable to have a small logo in a corner.
All content must be professionally themed and publicly visible.
Cannot broadcast previously recorded content; Live broadcasts on LinkedIn have to be real direct.
You cannot talk about using LinkedIn on LinkedIn.
- I like: the most classic reaction.
- I love: when “I like” it is not enough.
- Celebration: to convey joy at a news item or congratulate someone on their achievements.
- Interesting: when content offers new ideas or shares useful recommendations.
- Curiosity: for those publications that invite you to think or raise new questions.
- The email associated with your request (by default, the account associated with your LinkedIn profile will appear, but you can change it).
If you request access to LinkedIn Live to broadcast from your personal profile or from your page and the corresponding link.
The name and location of your company.
How many contacts or followers you have.
Your experience with live broadcasts, this is, if you have used this functionality before on other platforms and a link to the broadcasts if applicable.
The type of content you are going to share. My recommendation is that you have your strategy well defined before making the request so that you can explain it here.
How often are you going to broadcast live (every day , once a week, once a month or less than once a month).
Other comments. Here you can add more information about your strategy and why you think your broadcasts will add value to LinkedIn users.
Post regularly. If you broadcast every week or every month, on the same day and at the same time, you will generate audience loyalty and save time and resources when promoting your broadcasts.
Do not broadcast more than once a day . Keep in mind that part of your followers receive push notifications every time you broadcast live, and receiving too many can generate saturation.
Do your homework . Before broadcasting, you should be clear about the main points of the script and the duration of the broadcast, including a question time if necessary. It’s also a good idea to prepare yourself to answer a variety of possible questions from users.
Bet on authenticity . Less produced and more “human” and spontaneous video content have more points to connect with the audience.
Be flexible . If something goes wrong live, don’t be afraid to acknowledge it and respond in real time. Authenticity works.
Promote your broadcasts . Before broadcasting, publish the date and time on your channels and encourage users to follow you to receive notifications. You can use LinkedIn’s advertising options and reinforce the campaign through other channels, such as blog, email or webinars.
Pay attention to feedback . Lean on a partner to moderate comments and reactions in real time.
Reuse content . After casting, download the LinkedIn video of the broadcast so you can use it in other marketing materials. For example, you can select parts of the video to use in your ads or transcribe the conversation to post on your blog.
Strengths and limitations of LinkedIn Live
LinkedIn has taken a long time to launch its live video service compared to other platforms , but in return he has bothered to do his best. Let’s take a look at some of the strengths of live broadcasts on LinkedIn and some limitations to consider before launching yourself.
Strengths of LinkedIn Live
The video quality is really good
Compared to Facebook Live, LinkedIn Live offers better image quality, with fewer pixels and less compression. Therefore, it is very suitable for sharing presentations and slides with a lot of text without worrying about the readability of the image.
It allows you to comment and see reactions in real time
LinkedIn Live has a number of very useful tools to see how the public is responding to your video. You can see the number of users who are watching the broadcast, the comments and the reactions in real time.
Comments are saved as a thread, so you can reply to an individual comment. Once the broadcast is over, you can edit the text of your posts and tag other users.
Users can also express their opinion about the broadcast through LinkedIn reactions, which are slightly different from those of the broadcast. from Facebook:
Offers more options to interact
In recent years, LinkedIn has gone evolving to look more and more like a classic social network and encourage interaction with users. Videos are the latest step in this strategy, and the numbers suggest that they work: on average, live broadcasts on LinkedIn get 7 times more reactions and 24 times more comments than native videos produced by the same people.
Limitations of LinkedIn Live
You can only access by invitation
At the moment, LinkedIn Live is in beta phase, which means that only a limited number of users can access it while they have just detected potential problems and bugs. If you are unlucky with your request, don’t despair: as the functionality becomes more developed, we hope it becomes available to more people.
You have to use a third-party program
Currently, the only way to go live on LinkedIn is to use a third-party program, so you’ll need to take this into account when planning your strategy. You can take advantage of the waiting period while your application is being processed to study the different options. A free option can be OBS Studio.
You cannot schedule live broadcasts on LinkedIn
Right now, LinkedIn Live there is no function for scheduling live broadcasts. You can create the post in advance, but it won’t appear on your personal or company page until you start casting. But, you can include it within an event, as we did. Although it is not necessary.
How to use LinkedIn Live step by step
1) Request access
If after reading this article you have decided that you are interested in incorporating LinkedIn Live into your digital marketing, the first step is to submit your request to broadcast live. First you must define if you want to broadcast as a member, that is, you individually, or on behalf of a company with a presence on LinkedIn. You will have to access one form or another.
Once inside the corresponding form, these are the data that will be requested:
2) Check the approval email
If your request to broadcast live on LinkedIn is accepted, you will receive a confirmation email in the email you entered in the form within one or two weeks.
Note that due to the high volume of requests received, LinkedIn does not send notifications when a request is dismissed, so please wait a reasonable period of time before deciding that yours has not been approved.
3) Choose your streaming tool
To facilitate the task, LinkedIn offers a practical table with all the platforms available to broadcast live, divided between options for beginners and advanced users. There you can see the compatible operating systems, the price, the level of customer service and other useful information to make your decision.
When you have chosen the most suitable tool for you, visit the Third-party tools section of the LinkedIn Resource Center to view all the technical documentation and get the information you need to set it up.
4) Ready to cast!
After you continue These steps, you’re ready to go live on LinkedIn. To help you, LinkedIn has a comprehensive guide with examples and recommendations. Let’s see some general tips to get started: